Content Considerations in the MENA Region
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The final sessions at today’s APEX Middle East Conference at the Abu Dhabi National Exhibition Center examined the role of content in the passenger experience. First up was Marwan Rahbani, founder of Rahbani media, a company with well over 35 years’ experience in content production, and a fixture in the IFEC space when it comes to original, Arabic-language content.
Rahbani made special note of what he calls the “magic screen,” and wondered how anyone can fly for “hours and hours” without content to entertain him or her. He also noted that regardless of what class one is traveling, there is no difference in entertainment.
The most critical issue for Rahbani was what he perceived as a lack of films from Gulf countries aboard all airlines, and UAE-based airlines in particular, nothing the popularity of the movie business in the region and a growing portfolio of content.
Moreover, he noted that airlines should move Arabic dubbing versus the more common practice of providing only Arabic subtitles. This allows for a more enjoyable viewer experience.
Ultimately, it’s those viewers who are the “fireplace” for airlines, noted Rahbani, “you need to keep feeding them.”
The day closed with an audio performance rights session that brought Claudius Boller, vice-president of Digital and Business Development with Universal Music, and Iain Kemplay, managing director of Kemplay Consulting, to discuss best practices for music licensing and distribution for airlines, especially within the MENA region.
Music licensing has become perhaps the industry’s most complex topic, with a large number of vested entities and different permutations across territories.
Boller opened the session with a presentation on Universal’s potential as a partner to airlines and the value that their content could provide. “Music is not just a product, it’s an experience,” he noted. He also outlined a basic offer that he noted would be the basic framework for all carriers wanting to do a deal with Universal. Furthermore, he noted the assets beyond music that Universal was prepared to discuss, including, but not limited to music videos or other long-form content.
Kemplay then discussed the evolution of rights issues in recent months, most notably the growing trend of music labels “pulling back” rights from local collections agencies in various territories, most notably PPL in the UK. Instead labels seem much more eager to work directly with airlines in order to craft a deal that better benefits both parties. (Boller did note his willingness to work directly with anyone in the MENA region.) Noting industry-wide desire for more clarity on the subject, Kemplay remarked that licensing ” . .. should be lot less challenging, a lot more simple and a lot more complete.”
The question and answer session was easily the longest of the day, featuring questions from representatives of collections agencies, content producers, and a number of airlines.